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Digital media and face-to-face marketing present the most compelling combination for brands to focus their media activity - making the future for exhibitions and live interactive events rosy, according to Trevor Foley, chief executive officer, Events Industry Alliance, UK.
Foley is recognised as one of the world’s leading authorities on the exhibition and events industry. Recently in Australia to address senior exhibition executives at the annual Exhibition and Events Association of Australasia Leaders Forum, he said media spend is starting to move away from traditional print and broadcast media. In the UK, revenue from events is already overtaking media spend generated by magazine publishing, and in 2006 the US reported that event revenues had surpassed print revenues, he says.
Exhibitions are changing from static exhibits to interactive, experiential events and combined with digital are today’s preferred marketing media, he adds.
"This is because digital cannot replace live events. People still want to get out and enjoy the experience."